Widespread international food shortages, all-time-high prices, and the increasing strain on land use in 2011 made the opening of The FoodBowl near Auckland International Airport a critical investment in New Zealand’s positioning as a global leader in processed food supply.
In July 2011, Alexander Communications was approached by New Zealand Food Innovation Auckland (NZFIA) to develop a communications plan that would support the opening of The FoodBowl. This presented an opportunity to significantly raise the profile of NZFIA and represented a good news story in what has been a difficult economic environment over the last few years.
The FoodBowl is comprised of food science and technology resources designed to enable New Zealand food and beverage businesses of all sizes to grow, by supporting new product and process development with pre-production pilot facilities and expertise.
In the works for nearly a decade, the network secured agreement for $20 million in funding from the Minister of Economic Development in December 2009 and is aimed at all food and beverage companies, from start-ups to SMEs and corporates. Exclusive tours with selected media were the natural choice for the launch of the FoodBowl and unveiling of the new premises to journalists and suppliers.
TVNZ’s AMP Business featured NZFIA chairman Tony Nowell discussing the capabilities of The Food Bowl and its ability to upscale sophisticated new products from laboratory to commercial production.
The launch also achieved significant print coverage, with articles in the NZ Manufacturer Magazine, NBR Food Industry Week, Food & Beverage Today, New Zealand Food Technology Magazine, NZ Business and Exporter Magazine.
Online media played an important role in helping NZFIA reach audiences in New Zealand and internationally. Articles featured on Epakmag.com, Foodworks.co.nz, Foodandbeveragetoday.co.nz, Foodnews.co.nz, Cateringplus.co.nz, Scoop.co.nz, Infonews.co.nz, Auckland.exportnz.org.nz, Manufacturingnz.org.nz, Foodnavigator-asia.com, Idealog.co.nz, Times.co.nz, Foodtechupdates.blogspot.co.nz, Industrysearch.com.au, Foodprocessing.com.au and Ferret.com.au.